Writing

Thinking Out Loud on Web Design

Essays on how customers actually find and choose local businesses, and what a website can honestly do about it.

What Productizing Actually Means for a Local Business

Giving each thing you sell its own page and its own answer online, without becoming an online store. The idea, why it works, and what it did for a fish store in Erie.

How Customers Decide5 min read

Why a Clear Website Feels Trustworthy Before Anyone Reads a Word

Visitors form a verdict about your business in seconds, before reading anything. The psychology behind that snap feeling, and why clarity beats fancy every time.

How Customers Decide4 min read

Word of Mouth Doesn't End With the Recommendation

Between the moment a friend mentions your business and the moment anyone calls, there's a quiet research step. What happens in it, and why you never hear about the customers it costs you.